Abstract:
The case is about Atlanta-based beverage giant Coca-Cola
Company's (Coca-Cola Company) global integrated advertising campaign "Open
Happiness". The campaign was launched in the first half of 2009 in markets
around the world with the aim of increasing sales of sparkling beverages of the
Coca-Cola Company. At a time when the weakened economy was sapping soft drink
sales, the "Open Happiness" campaign invited people around the world to refresh
themselves with a Coke and continue to enjoy the simple pleasures of life.
The case discuses the various campaigns launched by the Coca-Cola Company over
the years and the role played by these campaigns in enhancing the brand image of
Coca-Cola.
|
|
The case also focuses on the "Coke Side of Life" launched in
2006 to revive sales of Coca-Cola. The "Coke Side of Life" campaign invited
people to choose Coke and live positively. The objective of the campaign was to
make Coke more relevant to customers by creating a multi-cultural platform in
markets across the world. With the global economic recession and with consumers
drifting towards non-carbonated drinks, the company was facing many
difficulties. In order to boost its sales, the company decided to create a new
campaign and roll it out globally.
The case discusses in detail the objectives and various elements of the "Open
Happiness" campaign which included new point of sale, promotions, outdoor and
print advertising, digital and music components. The case details the launch of
the campaign in various countries and how it was adapted in accordance with the
tastes and preferences of the people in those countries. The case also discusses
the initial reactions to the "Open Happiness" campaign. Some analysts felt that
the campaign might be successful in achieving its objective as it was able to
extend the reach of Coca-Cola to wider markets while others were apprehensive
that it would not succeed.. The case concludes with thoughts on how the global
campaign could be made more effective so that it strikes the right chord with
its consumers in different countries.
Issues:
» Study the branding strategies adopted by of Coca-Cola Company over the years
and how the campaign has evolved over the years.
» Understand the role played by its advertising campaigns in 'Coca-Cola'
consistently maintaining its No.1 position among global brands.
» Understand issues and challenges in creating and rolling out a global
advertising campaign.
» Analyze the "Coke Side of Life" and "Open Happiness" campaigns.
» Discuss and debate whether the "Open Happiness" campaign would be able to
achieve its objectives.
» Explore ways in which the company could make its "Open Happiness" campaign
more effective.
Contents:
Keywords:
Global marketing campaign, Marketing communication, Advertising strategy, Global integrated ad campaign, Innovative marketing campaigns, Advertising slogans , Coca-Cola ad campaigns,
"Project Next", "Open Happiness" campaign, "Coke Side of Life", Carbonated Soft Drinks, Sparkling beverages, Coca-Cola Company, Coca-Cola, Coke, PepsiCo, Pepsi
Coca-Cola "Open Happiness" Campaign
- Next Page>>
|
|